Mass Effect 3 pre-orders are already "well ahead" of where the previous game was at the same point of pre-release, says EA.
Speaking to MCV, the publisher said it's building a 'triple-A campaign' to build excitement for the BioWare RPG, and of course it's already launched copies in to space.
"TV, cinema, online, print and outdoor activity will help capture the mainstream audience," said EA product manager Will Graham.
"For the core Mass Effect fan, we've been building on the immersive nature of the game with a host of trailers, social media activity and fan site activation.
"Currently our pre-orders have broken the targets set, we are well ahead of where we were at the same point with Mass Effect 2 and we have all of the platforms aligned for launch, which is a first for the Mass Effect franchise," Graham added.
"Mass Effect 3 follows on from a 96 Metacritic-rated game and everything suggests that the third iteration in the franchise is going to have the same, if not better, quality."
The first Mass Effect 3 review emerged this morning.